Enhance the content of your website / Amcham Slovakia
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Enhance the content of your website / Amcham Slovakia

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IT workshop for Amcham Slovakia: Enhance the content of your website

IT workshop for Amcham Slovakia: Enhance the content of your website

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Enhance the content of your website / Amcham Slovakia Enhance the content of your website / Amcham Slovakia Presentation Transcript

  • Enhance the Content of Your WebsiteRoman.Fordinál@comsultia.comJakub.Ondrušek@comsultia.com22. 09. 20111
  • Content Importance >95% Companies produce content for webpage in-house What about tools and processes?2
  • Content Importance Content is any information that is being distributed to our visitors. Text, Pictures, Multimedia, eForms, ... Whats the goal?3
  • Content ImportanceMake Businessthrough actionor transformation.4
  • Page impressions by Content type (on typical webpage) 3% Unique content Other content Without content 26% Do visitors become readers? 71%5
  • How to Enhance the Content?6
  • How-to Enhance the Content Is the right ● Understanding goals information action, transformation delivered? ● Understanding the value of Content ;-) ● Understanding the process of creation7
  • Define your goals Idea Create TEST Enhance Goal is any kind of step to success - Fill out the contact form - Add product to a basket - Click on a banner - Download product datasheet8
  • Measure your goals e.g.: Google Analytics Every page can be set as a target Every button click or user action can be recorded9
  • Measure your goals – example of A/B testingA/B Testing is a simple method, that enables you to present differentcontent to 2 random groups of visitors A B +80% clicks10
  • The Value of Content11
  • Visitors Attention vs. Absolute Scrolling Reach 30 25Visitor Attention (seconds) 20 15 10 5 0 0px 500px 1000px 1500px 2000px 2500px 3000px 3500px 4000px 4500px 5000px Absolute Scrolling Reach (pixels) 3000px 4000px 5000px12
  • Visitors Attention Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis 91% pages require more than 1 scroll for nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. a given user Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis Only 22% of scrollable pages gets read nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. completely (to the end) – length does not Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis matter nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident,. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex13 ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex
  • Visitors Attention Lorem ipsum dolor sit amet, consectetur Abstract adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing Main text body elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex Conclusion/Summary ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit Put the most important messages anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco. in abstract and Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt summary ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.14
  • Visitors Attention – Optimum TEXT size Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut Text size is important enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute for better readability irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. ~14-16px font size Sed ut perspiciatis unde omnis iste natus error sit voluptatem ~12 words / line accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum Optimum line length is a result quia dolor sit amet, consectetur, adipisci velit, sed quia non of psychological and semantic numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima analyses. veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum15 fugiat quo voluptas nulla pariatur?
  • Visitors Attention Almost 20% world population is „Differently abled“. The rules of accessibility are rules of readability too!16
  • Visitors Attention – Optimum TEXT length Text carrying a single Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut message: enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est optimum length: laborum. 500~700 words. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam This keeps the visitor voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum focused. quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit Longer tex ~ 2-3 scrolls laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum17 fugiat quo voluptas nulla pariatur?
  • Visitors Attention – Optimal TEXT length Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do Humans can absorb at eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco most 7 different laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore pieces of information eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Sed ut perspiciatis unde omnis iste natus error sit voluptatem How much new accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto information do you beatae vitae dicta sunt explicabo. Nemo enim ipsam present in your text? 7 voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore „The rule of 7“ is universal magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum18 fugiat quo voluptas nulla pariatur?
  • Visitors Attention – Highlight important pieces Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do Highlight to increase eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute orientation in a long irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non text or in text with too many proident, sunt in culpa qui officia deserunt mollit anim id est pieces of information. laborum. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et Highlight statements, quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, not words! sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et 1 highlight / ~100 dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi words consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum19 qui dolorem eum fugiat quo voluptas nulla pariatur?
  • Use Pictures!They increaseattraction.~200ms – 1000ms to memorize 1 pic.Optimummax ~1-2 picture/scrollText without images max 80-90%/ scroll20
  • Optimize PicturesJPEG max quality 95% (70% for thumbnails)Fullsize dimensions upto 800x600 pixels to fitscreenFile size max256kbytes (~2s)21
  • Extend your content – hyperlinks If there is too much information, divide the content to several sub- pages and connect them with hyperlinks. Hyperlinks inside text (between paragraphs) are 150% more effective than hyperlinks placed below text..22
  • Discussions, message boards, forums The Quality of contributed content can be affected Create an environment that breeds quality content. Consider human or automated moderation.23
  • Discussions, message boards, forums Prevent visitor dissatisfaction Make sure message threads are readable Encourage valuable and on-topic comments Consider authentication methods24
  • Use the right tools25
  • Type your Content Typical text processor: Microsoft Word (this is overkill) Free alternatives: OpenOffice.org AbiWord www.abisource.com Google Docs26
  • Process your images Typical image processor: Adobe Photoshop (overkill) Free Alternatives: IrfanView Google Picasa GIMP27
  • KontaktThank you for your Attention!Open questions? Comsultia, s.r.o.- Video on web- Mobile devices Roman Fordinál- Software tools to process content- User-generated content on the web Jakub Ondrušek- How-to test your goalsmobile: +421 905 400 027e-mail: info@comsultia.comsupport: support@comsultia.com28